The Smart Audio Report Shows Growing Sales And Influence On Smart Speaker Technology

Getting Smarter Speakers

As presented at the CES convention (NET NEWS, 1/10), NPR and EDISON RESEARCH survey found continued and rapid increases in ownership of voice-activated smart speakers, and their increasing influence these devices are having on consumer behavior. One-in-six Americans now has a smart speaker (16%), up 128% since JANUARY 2017 according to a nationally representative telephone survey of 1,010 persons 18+.

Between BLACK FRIDAY and the end of DECEMBER 2017, 7% of Americans report acquiring at least one smart speaker -- 4% report acquiring their first smart speaker device during the holidays. AMAZON continues to dominate the category, as over two-thirds of smart speaker owners have an Echo, Dot or other Alexa-based product. One-quarter of smart speaker owners have a GOOGLE Assistant product such as GOOGLE Home or GOOGLE Home Mini.

In total, 16% of Americans own a smart speaker. New survey data from The Smart Audio Report also reveals how voice-activation in the home is fueling adoption of smart technology broadly and affecting how often consumers engage with other platforms throughout the day. According to a survey of 800 smart speaker owners during the Fall of 2017:

• 30% say the smart speaker is replacing time spent with TV
• 71% are listening to more audio since getting a smart speaker
• 66% entertain family/friends with the smart speaker
• 64% of owners who plan to buy additional smart speakers want to use them to
control smart home devices
• 44% of smart speaker owners are using the voice assistant on their phones
more since getting a smart speaker
• 61% are interested in getting smart speaker technology in their cars

“We are growing the NPR brand by meeting listeners where they are — driving to work, sitting at a desk, relaxing at home, walking outside,” NPR Chief Marketing Officer MEG GOLDTHWAITE said. “When people are familiar with NPR, they love NPR. So, we need to increase this familiarity and love by showing listeners how they can tune into NPR everywhere. It’s pivotal to understand how people listen today — how are media habits and diets changing? Commissioning studies like THE SMART AUDIO REPORT allows us to stay ahead of the curve, meaningfully connect with listeners, and continue finding ways to create a more informed public.”

“Voice-activated speakers are perhaps the most dynamic sector not only in the audio space but in consumer electronics in general,” EDISON RESEARCH SVP TOM WEBSTER said. “In addition to all of the search-based conveniences and the home automation capabilities, they are increasing access to all manner of digital audio. ”

A full archive of research from the Report is available at www.npr.org/smartaudio. 

« see more Net News